Donato's Pizza

When planning corporate positioning for Donato's Pizza's 80 restaurants, the company sought a look that would capture its core attributes — quality and friendly service — through colors, finishes and graphics. Most significant to the brand positioning was creation of a Donato's lexicon that is applied consistently across the packaging and in the environment.

Using a craft paper background and lots of red-pepper red, the pizza boxes, bags and collateral materials are covered with handwritten notes from the founder about the company, its history and its commitment to quality. Along with whimsical doodles and random thoughts, this type of conversational brand packaging is a welcome departure from standard pie packaging.

Design: Chute Gerdeman Inc., Columbus, Ohio — Denny Gerdeman, principal; Greg DeLong, program manager; Lee Peterson, brand positioning; Maribeth Gatchalian, creative director/environments; Alan Jazak, creative director/graphics; Adam Limback, graphic designer; Susan Siewny, graphic productions; Joe Baer, visual merchandising

Client Team: Donato's Pizza, Columbus, Ohio — Jim Grote, president; Kevin King, executive director/franchise marketing

Design Consultants: Haunty Agency, Columbus, Ohio (advertising); The Architecture Partnership, Dayton, Ohio (architect); Restaurant Specialties Inc., Columbus, Ohio (contractor)

Suppliers: Franklin Cabinet, Franklin, Ohio, and Falcon, Charlotte, N.C. (fixturing); Surface Style, Columbus, Ohio (flooring); Kramer Graphics, Dayton, Ohio (signage/graphics); Capitol Lighting, Columbus, Ohio (lighting); Vacuform, Columbus, Ohio (signage); Singer Wallcoverings, Cincinnati (wallcoverings)

Photographs: Michael Houghton, Studiohio, Columbus, Ohio